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    Waseem Abbas
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    The document discusses the dynamic marketing environment, including the external macroenvironment factors like demographics, economic conditions, competition, social/cultural forces, political/legal forces, and technology. It also covers the external microenvironment factors like market, suppliers, and marketing intermediaries. Finally, it addresses the internal environment factors within an organization, such as production, finance, human resources, company image, research and development, and location.

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    The document discusses the dynamic marketing environment, including the external macroenvironment factors like demographics, economic conditions, competition, social/cultural forces, political/legal forces, and technology. It also covers the external microenvironment factors like market, suppliers, and marketing intermediaries. Finally, it addresses the internal environment factors within an organization, such as production, finance, human resources, company image, research and development, and location.

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    19 views7 pages

    Dynamic Marketing Environment

    Uploaded by

    Waseem Abbas
    The document discusses the dynamic marketing environment, including the external macroenvironment factors like demographics, economic conditions, competition, social/cultural forces, political/legal forces, and technology. It also covers the external microenvironment factors like market, suppliers, and marketing intermediaries. Finally, it addresses the internal environment factors within an organization, such as production, finance, human resources, company image, research and development, and location.

    Copyright:

    Attribution Non-Commercial (BY-NC)
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    of 7

    MM 493 Entrepreneurship and Marketing

    Chapter II

    The Dynamic Marketing Environment


    Dr. A. Salman Email: salman@giki.edu.pk Management Sciences and Humanities Program GIK Institute of Engineering Sciences and Technology

    Apples main motivation for launching the online music service was to stimulate sales of its

    iPod

    Business Environment
    Environment is both external and internal Environmental Monitoring Is the process
    1. Gathering information regarding companys external environment 2. Analyzing it 3. Forecasting the impacts

    External Macroenvironment
    Demographics
    (Population size, distribution, growth)

    Economic conditions
    Stage in Business cycle, inflation, interest rates)

    Competition
    Brand competition, Substitute products, competition for customers limited pp)

    Social and cultural forces


    Concern about natural env, gender roles, premium on time, physical fitness and health

    External Macroenvironment
    Political and legal forces
    (monetary and fiscal policies, social legislation, government relation with industries)

    Technology

    External Microenvironment
    Market Suppliers Marketing intermediaries

    Organizations Internal Environment


    Production Finance Human Resource Company Image Research and Development Location

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